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MAGNOLIA PICTURES

I AM NOT YOUR NEGRO

Generating Extraordinary Reach & Conversation

OUR TASK

CNBetter Media was white-labeled by LIQUID SOUL to serve as account director for Magnolia Pictures’ powerful documentary I Am Not Your Negro by Raoul Peck. The campaign’s primary goal was to build national awareness, spark cultural conversation, and drive urgency to see the film. Our efforts would ultimately help position the film for award-season recognition—including its nomination for Best Documentary Feature at the 2017 Academy Awards.

OUR SOLUTION

We executed a strategic, multi-pronged campaign that combined targeted publicity, influencer activation, grassroots engagement, and paid media:

  • Targeted Publicity: Engaged African American and Urban broadcast, print, and online outlets to amplify awareness and deepen cultural conversation.
  • Celebrity & Influencer Procurement: Secured a diverse roster of high-profile supporters—including Ambassador Andrew Young, Congressman John Lewis, Senator Cory Booker, Janelle Monáe, Common, Samuel L. Jackson, Lupita Nyong’o, Jemele Hill, Roland Martin, David Banner, and more. We provided private screening access and encouraged authentic social and media amplification.
  • Multi-City Word-of-Mouth & Influencer Screenings: Produced exclusive events in Atlanta, Chicago, and Washington D.C. that engaged academia, faith leaders, social activists, and celebrities. Highlights included:
  • Morehouse College: Special screening hosted by Fahamu Pecou with Janelle Monáe reading from James Baldwin’s work, followed by a scholar-led panel discussion.
  • Howard University: Screening and discussion with director Raoul Peck.
  • DuSable Museum in Chicago: Screening in partnership with the Rainbow Push Coalition and Chicago International Film Festival.
  • Media Buying: Secured impactful placements across radio, digital, and print, delivering millions of impressions across high-reach platforms including The Breakfast Club, Rickey Smiley, Tom Joyner, and leading Urban outlets.
  • Viral PR Stunt: Developed and pitched a viral concept in partnership with .Mic that became the breakout digital moment of the campaign. Know Your Baldwin, spearheaded by Janelle Monáe, featured cultural icons including Chris Rock, Common, Esperanza Spalding, Yara Shahidi, and Michael Eric Dyson. The video dramatically outperformed benchmarks—going viral across Facebook and fueling nationwide conversation.
  • Strategic Partnerships: Coordinated with organizations such as the Congressional Black Caucus Foundation, Delta Sigma Theta Sorority, Inc., NBA “Dream in Color” collective, and the Sacramento Kings to secure screenings and extend the film’s influence among civic leaders, athletes, and socially engaged communities.

OUR RESULTS

  • 172M+ publicity impressions across national and Urban media
  • 3.5M+ impressions delivered via targeted media buys (radio, digital, print)
  • 10M+ viral social media impressions from the .Mic Know Your Baldwin stunt
  • 6.3M+ Facebook video views with record-breaking engagement—performing 52x above .Mic’s median video viewership
  • Successful multi-city screenings that deepened impact across cultural, academic, and civic audiences

This campaign not only generated extraordinary reach and conversation but also cemented I Am Not Your Negro as a cultural touchstone. Our strategic visibility efforts helped elevate the film into the national consciousness, contributing to its Academy Award nomination and long-term recognition as one of the most important documentaries of its time.

Clients:

Magnolia Pictures

Project Demands:

Thought Leadership & Expert Positioning, Influencer Campaigns & Partnerships, Media Relations & Press Outreach, Multi-City Event Screenings, Paid Media Strategy

Category:

Film & Television Integration

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CNBetter January 30, 2026